Keep It Real.
FAB Defense makes grips, bi-pods, buttstocks and other gun accessories and wanted to crack the U.S. market. However, they had little to no brand recognition. Because tactical shooters are turned off by “tacticool” – gear that’s cool but has no real purpose, we positioned FAB as makers of gear that real shooters want and need – without playing around. Hence a bold, breakthrough campaign where we turned real people into plastic green army men to make the point that this is “real tactical,” not “play tactical.”